Hot Wheels has joined forces with BBDO San Francisco for the launch of its brand campaign, Challenge Accepted.
The new campaign showcases how the challenges Hot Wheels provides to kids helps them to build the skills and confidence they need to make decisions and take on the world.
To support its roll out, a 60-second video that focuses on a mother and son and draws parallels between play and reality to convey that life is full of challenges. It also emphasises how Hot Wheels is more than just a toy, but also provides life skills.
"Hot Wheels has remained a beloved brand for nearly 50 years. Car play is an intuitive play-pattern which has contributed to Hot Wheels' success as the number-one selling toy in the world," said Chris Down, SVP and global brand GM at Hot Wheels.
“We aim to nurture the 'challenger spirit' in all kids by encouraging them to try, fail and repeat to achieve success. Our Challenge Accepted campaign does exactly this in an unexpected and exhilarating way."